Why brands are dominating with great experience design

Frazer McLeod

September 5, 2017

Customers don't subscribe to selling, they long for great experiences

At the end of the day, we don’t buy products, we don’t buy services, we don’t buy brands - we buy experiences. 

Why do we go back? We go back because we like the way it felt, the way it smelt, what it looked like, how it sounded - how it made us feel inside.  The most powerful brands are the brands that allow us to become immersed.

Unilever's Magnum Pleasure Stores

We forget the outside world, because the world that was in front of us became part of us, who we are and what we align with and what appeals to us. We stay in that environment for so long because we liked it. We go back again because we liked it. We tell others how good it was, because we liked it and we think that they will like it too. They tell other people how good it was because of the same reason. 

Customers don’t buy brands, products or services, they buy how they felt as the transition from before, during and after created a pleasurable experience for them. 

What made them want to go back a second, third or tenth time to feel that feeling again is what makes products, services brands successful. How they can make people feel in that place and time

People don’t want robots, people don’t want writing on paper, they don’t want that. They just want it to be. They don’t want to think about it, they just want it to happen and to unfold naturally. The way that happens is for people to feel as though it’s not a process, people want to feel as though it’s so accessible, seamless and genuine, is so it’s like people are talking to one another in fluent, relatable conversation.  

People talk about how real things are, but there’s no need to talk about it if it just simply exists. If it’s just there, if there’s no need to acknowledge it, just let it happen subconsciously through an immersive experience.

That’s when people are going to feel more vulnerable and more willing to participate in these golden moments of genuine experiences.

So when we’re pitching it to people so that they open up and experience what we have to offer, we need to pitch it in a way of what it is, rather than what it will be like. Describe it how it is when you have experienced it, not what it would be like. Describe the experience, not the product.  Assume that they have already made their mind up in a positive state of mind, don’t let a negative thought cross their mind, don’t force it - just let it happen.

Sure, it’s fair to say that people trust their friends and family and those around them. People talk about how referrals are the most powerful form of persuasion. 

One of the major reasons it is, not only do you trust the people who align with your values and why you do what you do - but the reason it works is when you speak to your friend or family member about how good a product is and what it has done for you, you don’t speak like a typical company would speak “this particular product has these features and allows you to do this with it…” can you picture speaking to your friends like that? No. The reason you trust your friends is because you speak naturally to them. That’s why you engage with it, you’re not talking like a robot like the poor advertising that we’re bombarded with every day talks at you.

They’re talking to you like you’re a person - a friend and not a potential customer.

The genuine nature of casual, natural conversation allows those barriers to come down before you even need to press the play button.